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Gateway's $70 mil acc't lands at DMB&B

Published on March 24, 1997.

Gateway 2000 named D'Arcy Masius Benton & Bowles, Los Angeles, as first worldwide agency of record on its estimated $70 million account. DMB&B will work with the PC direct marketer's in-house group, with DMB&B focusing on the consumer market and probably buying the "lion's share" of media outside PC publications, said James Taylor, senior VP-global marketing. In-house will create and buy media in PC enthusiast publications. Mr. Taylor said DMB&B's strategic thinking "knocked us dead." Former agencies are Carmichael Lynch, Minneapolis; Finex, London, for European and Japanese creative; European media buyer Optimedia, London; and Japanese media buyer Dentsu, Tokyo.